Meta Carousel Ad Specs: 2025 Guide (Facebook & Instagram)
Get meta carousel ad specs right in 2025. This guide covers Facebook and Instagram requirements, placement differences, and how to prevent cropping errors.
TABLE OF CONTENTS
How to Place an Ad on Facebook Marketplace (2025)
Learn how to place an ad on Facebook Marketplace with our 10-step walkthrough. Covers setup, budget, targeting, creative, and optimization strategies.
Facebook Marketplace has become a powerhouse for advertisers. With over 1 billion monthly users actively browsing for products, it's one of the most high-intent shopping environments on the internet. What makes it special? About 80% of Marketplace users visit specifically to buy something, not just scroll mindlessly.
If you're looking to get your products in front of these ready-to-buy shoppers, this guide will walk you through everything: what Marketplace ads actually are, how they differ from regular listings, the step-by-step process to create your campaign, and the strategies that separate winning ads from wasted budget.
What Are Facebook Marketplace Ads and How Do They Work?
Here's where things get interesting. Marketplace ads aren't the same as Marketplace listings.
A regular Marketplace listing is what you'd post if you were selling your old couch. It's free, shows up locally, and relies on people stumbling across it. Marketplace ads, on the other hand, are paid advertisements created through Meta's Ads Manager that appear within the Marketplace feed alongside organic listings.
These ads carry a small "Sponsored" label but otherwise blend right in with everything else people are browsing. The difference? You get all the targeting power of Facebook's advertising platform: precise audience selection, budget control, performance tracking, and the ability to reach way beyond your local area.
Facebook Marketplace Ads vs. Boosted Listings: What's the Difference?
You might have heard about "boosting" a Marketplace listing. That's different too.
Boosting a listing is the quick option for individual sellers. You pay to amplify a single item you've already posted, and Facebook shows it to more people. It's labeled "Sponsored by seller" and gets extra visibility across Facebook's apps.
Marketplace ad campaigns (what we're focusing on here) are more powerful. They originate from your business Page, use the full Ads Manager interface, and let you:
• Promote your entire product catalog, not just one item
• Target specific demographics, interests, and behaviors
• Run across multiple placements (Marketplace, Feed, Instagram, etc.)
• Track conversions with the Meta Pixel
• Scale with automation and optimization
Think of it this way: Boosting is a megaphone for one item. Marketplace ad campaigns are a strategic advertising operation.
Why Advertise on Facebook Marketplace? 5 Key Benefits
High Purchase Intent: Marketplace Users Are Ready to Buy
This is the big one.
People on Marketplace aren't killing time or checking vacation photos. They're actively looking to buy things. That purchase intent is gold for advertisers. Research shows these users are far along the buying journey, often searching for specific products or categories.
The Marketplace advantage: When you target someone browsing the furniture section of Marketplace with your furniture ad, you're reaching them at the exact moment they want to buy furniture. Try doing that on the regular News Feed.
Target Local or National: Over 1 Billion Active Users
Over 1 billion monthly users gives you incredible reach. But Marketplace also allows hyper-local targeting. If you run a local service business or store, you can target people within a specific radius of your location who are actively shopping nearby.
Selling nationally? You can cast a wider net. The flexibility is unmatched.
Advanced Targeting: Reach Your Ideal Customers
Marketplace ads tap into Meta's full targeting arsenal: location, demographics, interests, behaviors, and more. Plus, Facebook automatically tries to match your ads to relevant categories. Someone browsing "Electronics"? They're more likely to see your electronics ad.
The platform also learns from user behavior. If someone frequently looks at home decor listings, your home decor ad might pop up in their feed, even if they're currently browsing a different category.
Lower Costs: Better ROI Than News Feed Ads
Many advertisers find Marketplace placements deliver strong ROI. There's often less competition here than in the crowded News Feed, which can mean lower costs per result. And with Meta's Advantage+ automation, the platform optimizes your ad delivery in real-time, adjusting bids and placements to squeeze the most value from your budget.
Retarget Shoppers Who Didn't Buy the First Time
You can create Custom Audiences of people who interacted with your Marketplace listings or ads but didn't buy. Then target them again with special offers or reminders. Meta's Advantage+ Audience feature even finds new users similar to your best customers, expanding your reach to shoppers you'd never find manually.
Facebook Marketplace Ad Requirements: What You Need to Get Started
Don't jump into Ads Manager yet. Make sure you have these basics covered first:
1. A Facebook Business Page
You can't run ads from your personal profile. You need a business Page set up with your brand name, profile image, and basic information. If you don't have one, create it now. It takes five minutes.
2. An Ad Account with Payment Info
You'll need a Facebook Ads account with a valid payment method. If you've never advertised before, Ads Manager will walk you through adding a credit card when you create your first campaign.
3. Meta Business Manager (For Serious Advertisers)
If you're running ads at any real scale, managing multiple Pages, or working with a team, you should use Meta Business Manager. It organizes your assets, gives you access to the Facebook Pixel, lets you create product catalogs, and allows you to assign roles to team members.
Small businesses and solo advertisers can skip Business Manager and run ads directly through their personal account's ad account. But if you're serious about advertising, Business Manager is worth the setup time.
4. Compliant Products
Make sure what you're advertising follows Facebook's advertising policies. Certain products (firearms, certain supplements, etc.) are restricted or banned. Getting your ad rejected wastes time, so check the rules first..
How to Create a Facebook Marketplace Ad: 10-Step Setup Guide
Alright, let's build your first Marketplace ad campaign. This happens entirely within Meta Ads Manager.
Step 1: Open Ads Manager and Click "Create"
Log into Facebook and navigate to Ads Manager. You can find it in the menu or by going directly to business.facebook.com.
Hit the green Create button to start a new campaign. If prompted, select the ad account you want to use.
Step 2: Select Your Campaign Objective (Sales, Traffic, or Leads)
Facebook asks what you want your ad to accomplish. Your objective determines how the algorithm optimizes delivery.
For Marketplace ads, choose the objective that matches your goal:
Objective | Best For | When to Use |
Sales | Drive purchases or conversions | You're selling online and have conversion tracking set up |
Traffic | Clicks to your website or product page | You want to drive visitors to learn more |
Leads | Messages or contact form submissions | You need inquiries or form fills |
Let's say you're selling products online. Pick Sales to optimize for purchases. Facebook will prioritize showing your ad to people likely to buy.
(Side note: If you choose Sales, you might see an Advantage+ Sales Campaign option. This is Meta's automated campaign type that handles placements, targeting, and budget distribution for you. It's powerful but gives you less manual control. You can still choose manual setup if you want. Learn more about manual creative control vs. Advantage+.)
Step 3: Configure Campaign Settings
Give your campaign a name (something like "Marketplace - Spring Product Launch"). If your ad falls under special categories (housing, employment, credit, social issues), select that here.
Facebook will also ask if you want to use Advantage Campaign Budget, which lets the platform automatically distribute your budget across ad sets for best results. For beginners, this can be helpful.
Click Continue to move to the ad set level.
Step 4: Set Your Target Audience (Location, Demographics, Interests)
This is where you decide who sees your ad.
Location: Start with geographic targeting. Selling locally? Set a radius around your city (e.g., 25 miles from Chicago). Shipping nationally? Target the entire country.Demographics: Set age range, gender, and language as needed.Detailed Targeting: This is where it gets powerful. Add interests, behaviors, or demographics that match your ideal customer. Selling outdoor gear? Target people interested in camping and hiking.
Pro tip: Don't go too narrow at first. Facebook's algorithm works better with some room to find the right people. You can refine based on performance later.
If you have a Custom Audience (like past website visitors or people who engaged with your content), you can use that here for retargeting.
Step 5: Choose Marketplace Placement (Automatic vs. Manual)
This step determines where your ad appears. You have two options:
Placement Comparison: Automatic vs. Manual
Placement Strategy | How It Works | Pros | Cons |
Advantage+ Placements | Facebook automatically distributes your ad across Facebook Feed, Instagram, Marketplace, Stories, etc. | Easy setup; Facebook optimizes for performance; often delivers best results | Can't force Marketplace-only placement; budget spreads across multiple placements |
Manual Placements | You select specific placements (e.g., Facebook Marketplace + Feed only) | Full control over where ads appear; can focus budget on Marketplace | Requires more strategic knowledge; may limit Facebook's optimization |
Option A: Advantage+ Placements (Automatic)
Facebook decides where to show your ad across its entire ecosystem (Facebook Feed, Instagram, Marketplace, Stories, etc.) to maximize performance.
If you choose this, your ad will be eligible for Marketplace automatically, along with other placements. This is easy and often effective.
Downside: You can't force the ad to show only on Marketplace. Facebook mixes placements based on what's working.
Option B: Manual Placements (For Marketplace Focus)
Want more control? Switch to Manual Placements.
Then deselect everything except:
✓ Facebook News Feed
✓ Facebook Marketplace
Facebook requires at least one Feed-type placement to be selected, so you'll likely keep News Feed checked along with Marketplace. But you can uncheck Instagram, Audience Network, Stories, etc. to focus your budget on Facebook placements only.
Important note: If you're running a Sales campaign with Advantage+ features, Facebook might not allow you to select Marketplace exclusively. The system wants broader placement flexibility for conversion optimization. If you absolutely need Marketplace-only, use a Traffic or Engagement objective with manual placements instead.
For most advertisers, selecting both Marketplace and Facebook Feed works well. You get Marketplace visibility plus some spillover in the main feed.
Step 6: Set Your Daily Budget and Ad Schedule
Decide how much to spend. You can set either:
• Daily Budget: How much you'll spend per day (e.g., $20/day)
• Lifetime Budget: Total amount for the entire campaign duration
Start with a budget you're comfortable testing with. Even $10-15 per day can generate useful data.
Schedule: Choose when your ads run. Marketplace traffic might spike on weekends or evenings, so you could schedule your Meta ads to run heavy during those times. Or just run continuously and let Facebook optimize.
You can also set a bid strategy if you want (target cost, cost cap, etc.), but for beginners, the default "Highest Volume" or "Lowest Cost" works fine.
Step 7: Design Your Ad (Images, Video, Copy, and CTA)
Now for the fun part: building the actual ad people will see.
Select Your Facebook Page: Choose which Page the ad represents (your business Page).
Choose an Ad Format:
Format | What It Is | Best For |
Single Image | One photo with text | Simple product showcase; clean, focused message |
Single Video | One video (15 seconds is the sweet spot for Marketplace) | Demonstrating product in action; showing multiple features |
Carousel | Multiple images/videos users can swipe through | Showcasing multiple products; highlighting different features of one product |
Carousel ads work on Marketplace and let you highlight different items or features in one ad. Just make sure all carousel cards use the same aspect ratio to avoid cropping issues.
Upload Your Media:
Use high-quality images or videos that look natural, not overly promotional. Marketplace users expect to see product photos that resemble organic listings.
Aspect ratio matters. Square (1:1) or vertical (4:5) formats work best for Marketplace and Feed. They take up more screen space and grab attention.
Avoid images with tons of text overlay or flashy graphics. Clean product shots in real-world settings tend to perform better.
Write Your Ad Copy:
→ Primary Text: The main caption above your image. Put the hook in the first ~80 characters, as that's what shows before "See more" on mobile.
→ Headline: Appears below your image in bold. Use this for your product name, price, or main offer.
→ Description: Small text under the headline (often hidden on mobile, so don't rely on it for critical info).
Keep your copy clear and benefit-focused. What problem does your product solve? Why should someone click?
Call-to-Action (CTA):
Choose a button that makes sense:
• "Shop Now" (for e-commerce)
• "Learn More" (for info)
• "Send Message" (for inquiries)
• "Sign Up" (for services)
Destination URL:
Where do people go when they click your ad? Enter the URL to your product page, website, or Facebook Shop.
Make sure the landing page is mobile-friendly and loads fast. Most Marketplace users are on their phones.
Step 8: Install Meta Pixel for Conversion Tracking
In the Tracking section of your ad setup, select your Pixel and the conversion event you want to optimize for (Purchase, Add to Cart, Lead, etc.).
This tells Facebook who to show your ad to (people likely to complete that action) and lets you measure actual results.
Even better: Use the Conversions API alongside the Pixel. The Pixel tracks browser activity; the Conversions API sends data directly from your server. Together, they give Facebook more accurate data, especially with iOS privacy changes affecting Pixel accuracy.
If you're just driving local traffic or running a simple test without a website, you can skip tracking setup for now. But for serious campaigns, proper UTM parameters and conversion tracking are essential.
Step 9: Preview Your Ad on Mobile and Desktop
Ads Manager shows a live preview as you build. Use the dropdown to see how your ad looks in different placements, especially:
• Mobile Marketplace Feed
• Desktop Marketplace Feed
• Desktop Marketplace Detail Page
Check that your image isn't awkwardly cropped and your text makes sense. If something looks off, adjust your creative or use Facebook's crop tool to fix it.
Step 10: Submit Your Ad for Review and Launch
Happy with everything? Click Publish.
Your ad goes into Facebook's review process, which usually takes a few minutes to 24 hours. Facebook checks that your ad follows all policies.
Once approved, your campaign goes live. Shoppers browsing Marketplace will start seeing your ad mixed in with organic listings.
You're now advertising on Facebook Marketplace.
11 Facebook Marketplace Ad Best Practices for Better Results
Placing the ad is just the start. Here's how to make it work:
Use Authentic Product Photos (Not Stock Images)
Marketplace is a shopping feed. Your ad should fit in. Use clean, high-resolution product photos that look like something someone would list organically. Lifestyle shots work great (your product in use, in a real setting).
Avoid stock photography that looks too polished or generic. And definitely skip the cheesy sales graphics with starburst "50% OFF" overlays. Authenticity wins here.
Lead With a Strong Hook in Your First Sentence
Only the first sentence or two shows before "See more." Don't waste it.
Approach | Example |
Bad | "We're excited to announce our new product line featuring innovative technology and premium materials that..." |
Good | "Finally, running shoes that don't destroy your knees after 100 miles." |
Be specific. Highlight benefits or urgency. Make people want to click.
Start With Broad Targeting and Refine Later
Use Facebook's targeting to reach relevant buyers, but give the algorithm some breathing room.
For local businesses, radius targeting is powerful. Target people within 15-20 miles who are actively browsing Marketplace.
For broader audiences, start moderately wide (a few million people) and let Facebook's AI find who converts. You can narrow based on performance data later.
Custom Audiences are gold for retargeting. Target people who visited your site but didn't buy, or who engaged with your Page but haven't purchased yet.
Use Advantage+ Automation for Better Performance
The automation philosophy: Advantage+ placements and audiences use machine learning to optimize delivery. If you're not sure about targeting, use broad targeting with Advantage+ and let Facebook learn who's converting. But feed the AI good data. Install your Pixel. Track conversions. The more signal you give Facebook, the smarter it gets.
Match Your Campaign Objective to Your Business Goal
This matters more than people realize.
Sales works best if you're selling online and have conversion tracking set up.
Traffic is great for driving clicks to your website or product page.
Leads works if you want messages or form submissions.
Align your objective with your actual goal. Don't pick "Traffic" if you want sales, or you'll get cheap clicks from people who aren't ready to buy.
Start With $15-20 Daily, Then Scale What Works
Start with enough budget to gather data. $15-20 per day for a few days gives Facebook's algorithm time to learn (the "learning phase"). If you change settings constantly or turn off ads too early, you never get out of learning.
Once you see what's working, scale up. If Marketplace is delivering $5 cost per purchase and your margin supports it, increase budget on that placement.
Track CTR, CPC, and ROAS to Optimize Performance
Check Ads Manager regularly. Look at:
Key Metrics to Track:
Metric | What It Tells You | What to Watch For |
CTR (Click-Through Rate) | Are people clicking? | Low CTR means your creative or offer isn't compelling |
CPC (Cost Per Click) | How much you're paying for clicks | Rising CPC might indicate increased competition or ad fatigue |
Conversions | Are clicks turning into sales or leads? | Low conversion rate suggests landing page or offer issues |
ROAS (Return on Ad Spend) | Revenue generated vs. ad spend | This is the metric that matters for e-commerce |
Use the Placement Breakdown to see how Marketplace performs vs. other placements. You might find Marketplace has higher CTR but lower conversion rate than Feed, or vice versa. Use that insight to adjust.
If an ad is underperforming, test new creatives, adjust targeting, or pause it. Facebook ads reporting tools and dashboards can help you track performance more efficiently.
Update Your Creatives Every Few Weeks to Prevent Ad Fatigue
People see the same ad too many times, and it stops working. This is "ad fatigue."
Swap in a new image, rewrite your headline, or create a new offer every few weeks. Even a different product angle or a seasonal theme can revive performance.
Facebook's algorithm will favor the fresher ad if your original is stale. If you're launching dozens or hundreds of creative variations, consider using a creative testing framework to systematically identify winners.
Time Your Campaigns to Match Seasonal Demand
Certain products surge on Marketplace during specific seasons. Outdoor furniture in spring. Holiday gifts in November-December. Back-to-school items in August.
Time your campaigns to match demand. Highlight seasonal offers in your creative. Shoppers are looking for exactly what you're selling at exactly the right time.
A/B Test Images, Headlines, and Audiences
Don't assume your first ad is the winner. Test:
① Different images (product shot vs. lifestyle photo)
② Different headlines (benefit-focused vs. price-focused)
③ Different audiences (broad vs. specific interests)
④ Different placements (Marketplace + Feed vs. Marketplace only)
Use Facebook's A/B Testing tool in Ads Manager or just create multiple ads and see which performs better. Learn more about Meta ad testing strategies to optimize your campaigns.
Test one variable at a time so you know what made the difference.
Reply to Messages Within Minutes (Speed Matters)
If you use "Send Message" as your CTA, reply immediately. Marketplace shoppers are hot leads. They're ready to buy now. If they wait 6 hours for a response, they've already bought from someone else.
Set up automated Messenger responses or make sure someone on your team monitors messages in real-time.
How to Scale Facebook Marketplace Ads With Bulk Ad Creation
If you're running a handful of ads, manual setup is fine. But what if you need to test hundreds of variations across multiple products, markets, or audiences?
AdManage is built for teams that need to launch ads at scale without spending all day in Ads Manager. Instead of creating each ad one by one (which could take hours or even days for large campaigns), you can:
→ Launch ads across Meta and TikTok simultaneously, with automatic aspect ratio grouping (1:1 for Feed/Marketplace, 9:16 for Stories, etc.)
→ Set up templates and translation for multi-market campaigns
For example, launching 1,000 ads manually might take days. With AdManage, it takes minutes. That's a 95%+ time savings, which means your team can test more creatives, iterate faster, and find winning campaigns without burning out.
Plus, AdManage integrates with Google Sheets, so you can build your ad campaigns in a spreadsheet (where your team already works) and push them live with one click.
If you're serious about scaling Facebook ads through Marketplace (or any Meta advertising), AdManage removes the bottleneck. Check out AdManage's pricing and see how it fits your workflow.
9 Common Facebook Marketplace Ad Mistakes to Avoid
Let's cover the pitfalls that waste budget:
1. Not Installing the Pixel
If you're driving traffic to your website and don't have the Pixel installed, you're flying blind. You can't track conversions, optimize for results, or retarget visitors. Install it.
2. Choosing the Wrong Objective
If you want sales but select "Engagement," Facebook will optimize for likes and comments, not purchases. Match your objective to your goal.
3. Targeting Too Narrow or Too Broad
Too narrow (a few thousand people) and Facebook can't optimize. Too broad (200 million people, no targeting) and you waste budget on irrelevant audiences. Find the middle ground.
4. Setting Budget Too Low
10-15/day per ad set to exit the learning phase.
5. Changing Ads Too Soon
Give your campaign at least 3-5 days to gather data before you panic and change everything. Facebook's algorithm needs time to optimize.
6. Ignoring Mobile Experience
Most Marketplace users are on mobile. If your landing page loads slowly or isn't mobile-friendly, you'll get clicks but no conversions. Test your page on a phone before you launch.
7. Using Low-Quality Images
Blurry photos, bad lighting, or overly busy graphics will tank your CTR. Invest in decent product photography.
8. Not Testing
Running the same ad for months without testing alternatives means you're leaving money on the table. Always have a test running.
9. Poor Ad Delivery Troubleshooting
If your Facebook ads aren't delivering, check your targeting, budget, and ad quality score. Small issues can prevent your ads from showing entirely.
Is Facebook Marketplace Advertising Worth It? (Honest Answer)
For most businesses selling physical products or local services, yes.
The combination of high purchase intent, massive reach, and precise targeting makes Marketplace one of the strongest placements in Meta's ecosystem. And because it's still less saturated than the News Feed (where everyone advertises), you can often get better ROI.
But it's not magic. You still need:
• A compelling offer
• Good creative
• The right targeting
• Proper tracking
• Continuous optimization
If you just throw up an ad and forget about it, you'll waste money. But if you treat it like a strategic channel (test, measure, iterate), Marketplace can become a serious revenue driver.
Facebook Marketplace Ads FAQ
Can I advertise on Marketplace without a business Page?
No. You need a Facebook business Page to run ads through Ads Manager. Personal profiles can't advertise.
How much does it cost to advertise on Marketplace?
There's no fixed cost. You set your own budget. Some advertisers spend $10/day, others spend thousands. Costs depend on your audience, competition, and objective.
Can I target specific Marketplace categories with my ad?
Not directly. Facebook automatically tries to match your ad to relevant categories based on your product and targeting, but you can't manually select a category like "Furniture" or "Electronics."
Will my ad only show on Marketplace?
Only if you use manual placements and select just Marketplace (and possibly Feed). With Advantage+ placements, Facebook spreads your ad across multiple placements.
How long does it take for Facebook to approve my ad?
Usually a few minutes to 24 hours. Most ads get approved quickly if they follow policies.
Can I run Marketplace ads for services, or just products?
You can advertise services too. Home repair, consulting, events, and more all work on Marketplace if they comply with Facebook's policies.
What's the difference between boosting a listing and running a Marketplace ad campaign?
Boosting amplifies a single item you've listed. Marketplace ad campaigns (via Ads Manager) let you promote multiple products with full targeting, tracking, and optimization features.
Do I need the Meta Pixel to run Marketplace ads?
No, but it's highly recommended if you're driving traffic to a website. Without it, you can't track conversions or optimize effectively.
Can I use carousel ads on Marketplace?
What happens if my ad gets rejected?
Facebook will notify you and explain why. Common reasons include policy violations (prohibited products, misleading claims, etc.). You can edit the ad and resubmit.
Can I run Marketplace ads for a Facebook Shop?
Yes. If you have a Facebook Shop set up, you can link your Marketplace ads directly to Shop listings.
How do I know if my Marketplace ads are working?
Check Ads Manager for metrics like CTR, cost per click, conversions, and ROAS. Use the placement breakdown to see Marketplace performance specifically.
Ready to Launch Your First Facebook Marketplace Ad?
Marketplace advertising isn't complicated, but it does require a strategic approach. Follow the steps in this guide, test your creatives, and monitor your results. Start small, learn what works, and scale from there.
And if you're ready to take your ad operations to the next level (launching hundreds of ads without burning hours in Ads Manager), get started with AdManage. Our platform handles the repetitive work so you can focus on strategy and creative. Check out our pricing and see how we help teams launch ads faster and smarter.
Now go build your first Marketplace campaign. Your audience is already there, actively shopping. Time to meet them where they're ready to buy.
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